Fortunately, panellists Peter Lancaster, managing director at consultancy w2p.co.uk, and Robert Stabler, head of HP's Indigo Digital business for the UK and Ireland, have answered below some of those that didn't make the cut during the live event.

How much time and effort is required to set up and maintain a W2P system?

Lancaster: It’s like installing an MIS. The functionality is there but it's not much use if you don’t put product and pricing information into it.

Stabler: It can range from minimal time for a hosted service with a narrow range of applications to a number of dedicated employees. The key is understanding the trade offs between automation and cost.

Should I charge a monthly management fee for W2P use or is it 'free'?

Stabler: I've seen printers adopt both models. If the volume is high printers will typically bundle the usage costs into the print price.

Lancaster: If you're targeting a corporate marketing department and with templated marketing collateral, charge an initial setup fee, a monthly charge and for extra templates. If you give the site away for free to get the print, it won’t be valued, they’ll just think your print is expensive.

What happens if there's a virus on the incoming file? Is there a firewall built in?

Lancaster: SaaS (Software as a Service) systems will have robust security capabilities costing tens of thousands of pounds. A self-hosted solution can cost hundreds of pounds but looked after by you. Just make sure all updates are applied.

How can you create a USP when you depend on a third-party supplier?

Stabler: Everything in a print plant is purchased from a third party. The USP I believe comes from your market access, your understanding of clients, responsiveness and customer service. But once you get your processes embedded in a client, company inertia to change and switching costs become quite high.

Can you comment on SaaS vs self-hosted systems?

Lancaster: For the vast majority of small to medium printers going into W2P, it would make sense to go with a SaaS option. This means that many of the IT issues are taken care of by the vendor, leaving you free to concentrate on your client’s needs rather than the heavy techie stuff. In addition, some corporate clients may require a ‘technical and data audit’ on your business. A few may be reluctant to do business with you if you only have a single server and a lightweight firewall in a cabinet in the corner of a room. Some prefer the peace of mind of their end-user client data being hosted in what’s called a ‘Tier 1’ Internet Service Provider environment.

Stabler: I think both have their place contingent on the level of up front investment a printer is prepared to make and the nature of the application.

I remember someone once said that W2P was an aspirin looking for a headache. Are there really widespread applications or is this a technology looking for an application?

Stabler: Lots of great applications and case studies from brands like Virgin Trains and Suzuki. This is becoming very mainstream and printers that ignore it , do so at their peril!

Given the need to have a structured business plan before implementing web to print, how important is it that the solutions providers can provide business development services and support to the printer in developing and growing their business?

Lancaster: I think it is a very valuable and very necessary service that all the solution providers should be offering. Some, like Canon and HP for example, already do.

Do you think most printers are ready for W2P when their websites don't really deal with the basics of online marketing?

Lancaster: One of the great things about W2P is that it gives you a professional web presence ‘out of the box’. You can get a system up and running with a little help from your supplier or, if you have someone who can use Dreamweaver, then so much the better, you’ll be able to do more. The more important question is ‘can you sell solutions to your clients’?